DigitalAdvisory.ca exists for a particular moment in a business's life: when an owner has to commit to software, AI tools or a digital plan and wants advice from someone who is not selling the product. Within the Sedighi.ca and SAZ.ca group, this is the practice that handles software, AI and digital-priority decisions for owners. Our headquarters are in Vancouver, British Columbia, and the work is led by Ali Sedighi, MBA.
Why an independent advisory practice
Most technology advice that reaches small and mid-sized businesses comes from people with a product to sell. That is not a criticism of vendors; a good vendor representative knows the product thoroughly. It does mean that the question "should we buy anything at all, and if so, which?" often goes unasked.
We answer it from the buyer's side. We do not resell software. You sign with and pay the vendor directly, and our own fees are stated in writing before any work begins. That separation lets us recommend the cheaper option, the existing system, or no purchase at all, when that is the right answer.
Ali Sedighi, MBA
Ali Sedighi's training is an MBA in Technology Management. His working life in digital began in 2007, more than 17 years ago, with ONE.ir, the full-service digital marketing agency he founded that year. He now lives and works in Vancouver, British Columbia.
Since then he has founded Conv.ca, which specialises in conversion-rate optimisation, and MyAutomation.ca. At SAZ.ca he serves as Founder and Managing Partner. His clients have been in Canada, the USA and Dubai. Over that time he has built more than 150 live HVAC websites, including CombiBoiler.ca, BoilerPart.ca and Roma Heating & Cooling.
That background matters for advisory work in a specific way. Building large websites and programmatic page systems means living with the consequences of technology choices: integrations that break, data that does not reconcile, tools that looked good in a demo. The results page explains what that work shows.
Fuller biographies appear on Sedighi.ca and on BusinessConsulting.ca.
The group behind us
Sedighi.ca is the consulting company through which Ali works on growth, marketing and technology, and it carries brands such as HVAC.Agency, Trades.Agency, BusinessConsulting.ca and Conv.ca. Its sister firm SAZ.ca (Strategy & Acceleration Zone) takes on strategy, AI and revenue-acceleration mandates for Canadian companies, and that AI experience informs how we test automation ideas here.
DigitalAdvisory.ca follows the consulting model and fee structure used by BusinessConsulting.ca. For business sale, succession and exit questions, the group's brand is BizSell.ca.
How we work
Four habits shape every engagement.
- Written scope first. Each proposal lists deliverables, timeline, fee and terms. Work starts only after you agree to it.
- Evidence over opinion. Recommendations come with the scoring, the cost model and the notes behind them, so you can check the reasoning.
- Your documents. Requirements, matrices, roadmaps and guidelines belong to you and stay useful after we leave.
- Clear boundaries. We give business and technology advice. We do not give legal, tax, accounting or privacy compliance advice; we point you to the regulator or recommend that you consult your lawyer or accountant.
Where and how we meet
We work with businesses in every province and territory; the areas page covers regional specifics. Consultations take place online by video call and in person, as well as by phone, text and email. Texting (604) 632-4959 is a perfectly good way to begin: tell us in a line what you are trying to decide, and we will take it from there.
Why vendor neutrality is a working discipline
Saying "we are independent" is easy; acting on it takes procedure. In practice it means three things in every engagement.
- The market scan starts fresh. We do not carry a preferred list from one client to the next, because a product that suited a 40-person distributor may be wrong for a 9-person clinic.
- Every finalist gets the same test. Identical demo scripts, identical scoring criteria, identical reference questions.
- The evidence is visible. You see the notes behind each score, so a recommendation can be challenged on the facts rather than taken on trust.
The result is advice you can show to a partner, a lender or a sceptical operations manager without needing to defend our motives.
What we are not
We are not a software vendor, an implementation partner, a marketing agency or a law firm. We do not configure software, run advertising or write contracts. Our job is narrower and, we think, more useful for an owner facing a big digital decision: helping you decide well, then making sure the decision is carried out. See the services page for the six areas we cover, or the contact page to start a conversation.
Frequently asked questions
Who will we actually work with?
Ali Sedighi leads the advisory work. You will speak with a senior person from the first conversation onward.
Is DigitalAdvisory.ca a software reseller?
No. We advise; you buy directly from the vendor you choose. Our own fees and terms are confirmed in writing in your proposal.
Where are you based?
We are headquartered in Vancouver, British Columbia, and work with businesses across Canada, in person and by video call, phone, text and email.
How does this relate to Sedighi.ca and SAZ.ca?
Both are companies Ali Sedighi built. Sedighi.ca is his consulting company for growth, marketing and technology; SAZ.ca, which he founded, advises Canadian businesses on strategy, AI and revenue acceleration. DigitalAdvisory.ca sits inside that group as its vendor-neutral digital advisory practice.